Abstract
The purpose of this study is to compare perceptions of direct salespeople among Chinese, Filipino and Japanese shoppers. Data (N=590) were collected via a questionnaire from a convenience sample of 1,000 respondents. Our research shows that Asian Americans generally have negative perceptions about direct salespeople except for a few situations. Implications for marketing and practice are discussed.
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Ho, F.N., Ng, S.KH. (2015). Asian Americans’ Perception of Direct Salespeople. In: Chebat, JC., Oumlil, A. (eds) Proceedings of the 1998 Multicultural Marketing Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17383-2_51
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DOI: https://doi.org/10.1007/978-3-319-17383-2_51
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